According to a recent report by eMarketer, location-based mobile ads scored the highest when they were rated by marketing executives from major agencies, and business organizations (Chart below). This should come as no surprise as consumers rely on mobile for local discovery more than ever before. And with the increased usage of smartphones a consumer’s real-time location—where the device is at the moment—is a powerful means for SMBs and Marketers to leverage.
Location-based targeting includes several different terms and tactics, so a quick review of the most common approaches is warranted. They include:
- Geoaware: The real-time location of the mobile user is detected, and a location-appropriate message is dynamically served. For example, a geoaware ad may tell mobile users how far they are from a specific location. In addition, the design of the ad may dynamically change to fit local conditions, the season, weather, events, and so forth.
- Geofencing: A perimeter is set around a physical location, and ads are served only to mobile users within that perimeter. The creative message may or may not acknowledge the location of the user or include location-based features such as a store locator.
- Geoconquesting: A variation of geofencing in which a perimeter is set around a competitor’s location, and ads are served only to mobile users within that perimeter.
- Indoor: Ads are served to mobile users when their presence is detected inside a physical location, even at a specific place inside the structure. Wi-Fi and add-on hardware devices that leverage Bluetooth low energy are among the location detection methods used. This is an emerging area for mobile advertising
These highly targeted tactics can be used a variety of ways to capture consumers in-market to drive foot traffic and increase in-store sales opportunities for local businesses.
Next week we will be unveiling the results we’ve seen with over 7,500 location-based mobile ad campaigns. This data is being housed in a database the Local Search Association manages. Look for us at the LSA Conference next week and stay tuned for the pending data.
This is a growing trend that appears to be the future of mobile marketing.